While reputation management campaigns are typically executed across numerous channels with a focus on controlling the visibility of content on the search engines, business owners need to pay particular attention to the conversations that are taking place on social media platforms. This sharpened focus is necessary due to the fact that, while businesses are virtually required to participate on social media sites to compete, these platforms are often the launching pad for fast-developing reputation management problems.
Here are three measures you can implement now to start the process of managing your company’s reputation on social media platforms:
* Be a good social media citizen – Position your business to engage with your respective communities as an informative resource while de-emphasizing overt selling practices. Taking an advisory role can build your business’ authority within its industry while increasing trust and credibility with your customer base.
* Create a clear social media policy – Some of the biggest reputation management problems for businesses are created by employees that unknowingly go outside the boundaries of propriety when participating in conversations or posting content. Having a clear social media policy that delineates what can and cannot be posted by employees will greatly reduce the chances of something harmful going viral.
* Develop crisis management plans – Having set protocols in place to handle emerging reputation management issues is far superior to trying to create a plan in the face of an unfolding crisis. While you may not be able to foresee all contingencies, these protocols can be used as a framework for a variety of issues.
Social media sites offer both opportunity and danger. By implementing reputation management practices on these platforms now, you’ll be well ahead of the curve should a potential crisis emerge.
Online reputation management is often thought of as one of the costs of doing business in an environment where harmful and costly user...